Since 1983

"Xiao Xu!"

At the gate of the Broadcasting Institute, a girl waved her hands vigorously and ran over, "You came here really early today."

"It's early, have you eaten yet?"

"No, my mother went out to play."

"Then you're in luck, I still have two buns."

Chen Xiaoxu dug out the lunch box from his schoolbag, and there were two white and fat meat buns lying inside. The skin was thin and the stuffing was big, and it was a little cold.

This girl's name is Fang Tingting, a classmate in the class, and her family doesn't need to stay in the local area.

She looked at the schoolbag while eating, and enviously said: "Your schoolbag is really nice, it's beautiful and fits well, I seem to be able to accept whatever you bring out."

"Doraemon" has not been introduced yet, otherwise this sentence would have become "Your schoolbag is like a Doraemon."

The two entered the campus and found a classroom. The first class was "Advertising Planning and Creativity".

Planning, first came from "The Book of the Later Han Dynasty: The Biography of Kaiqi", "It is based on the final application of fame, and the planning is restored." "Painting" and "drawing" are interlinked and interchangeable.

It means to plan, to plan, to make an idea.

In 1988, 2.72 million people took the national college entrance examination, and 670,000 were admitted. The 670,000 points went to various universities, and there is not much left. In addition, advertising is a new major, and the number of people is even smaller.

The classroom was very empty, Chen Xiaoxu sat in a familiar place, took out his books, and took out an old-fashioned pen holder.

The patina is seriously peeled off, the bamboo surface is mixed with red and black, and there are cracks at the bottom. The pattern is a man sitting on the ground with bare breasts and bare feet, holding shoes in his hand.

"..."

Fang Tingting's eyes widened, "You really have everything, let me see."

She reached out to touch it, and Xiao Xu covered it up, "Don't touch this."

"oh."

Fang Tingting pursed her lips, and after getting along for more than a month, she knew her character, she was really just like Daiyu.

Xiaoxu took a pencil and threw it in like a pot, then threw the pen, and then threw the ruler, and finally emptied it all, holding it in his hand and rubbing it.

My friend is inexplicable, is it so fun? !

Not long after, the class bell rang, and a young professor walked into the room wearing glasses.

The modern advertising industry took shape in the Republic of China, but there was no development after that. After the reform and opening up, it ushered in the real first year. There are very few people who study this thing.

"I left homework for everyone before, and completed the planning of an advertisement independently. We haven't been exposed to knowledge for a long time, so don't feel pressure.

To advertise, the first thing is to form the thinking of advertising. If you don't even have the thinking, no amount of basic knowledge is useless. So today I will evaluate the homework of the students according to this standard. "

Everyone was tense for a moment, and their grades would be included in the final assessment. Even though Chen Xiaoxu was listening in, he couldn't help feeling uneasy.

The first one was a male classmate who walked up to the stage and said, "What I got was a drink, and I chose soda. The form is a print advertisement."

He set up a large drawing board, "A little girl's profile, holding a bottle of soda and drinking. The head and soda should be very prominent, occupying the entire picture, so that there will be a visual impact.

The background color can be blurred, and the main picture should be highlighted. Then the slogan I designed is, cool and delicious, fragrant and refreshing. "

"Anymore?"

"Gone."

"Okay, please sit down."

The professor nodded and said: "Let me talk about the advantages first. The overall composition is very good, the focus is prominent, and the product is immediately noticed. But the same is true for the disadvantages. You are more like an artist painting than an advertising practitioner.

Exactly in line with what I just said, lack of thinking.

Your slogan does not reflect the characteristics of the product. These eight characters seem to be very good, but they are applicable to any beverage. Be sure to grasp the core features and enlarge them so that you can remember them deeply. "

The second is a girl.

"The ones I got were household appliances, and I chose an electric fan, which was also a print advertisement."

"On the left is a fan, blowing the wind, with a wave-like effect. On the right is a person with hair fluttering, enjoying it very much. Below is the advertisement slogan, ah, what a strong wind."

"Ha ha!"

The students laughed.

The professor also smiled and said: "Since this person enjoys it, it can't match the strong wind, or you can change it to a person who is blown into a mess, which is more suitable.

Although this plan is rough, it is excellent because it has advertising thinking. First of all, it highlights the characteristics and strong wind; second, it is relaxed and humorous, simple and easy to understand; finally, it has a certain degree of communication.

People may remember the strong wind, but they will certainly not remember the coolness, deliciousness and refreshing fragrance. "

"..."

Chen Xiaoxu listened and memorized, very seriously.

This is the purpose of her schooling, to study systematically and to guide experience with theory.

The friends showed off one by one, and soon it was her turn. As soon as she got up, she attracted everyone's attention. Not everyone could get used to having only Sister Lin in the class.

Seeing her standing in front, she said weakly: "I got daily necessities, I chose washing powder, and the form was a print advertisement."

Xiao Xu held up the drawing board and introduced:

"On the left is a continuous picture, up and down, marked with arrows.

The first one, the clothes are splashed with oil, with the words: don't be afraid of dirty clothes.

The second one is the picture of washing clothes, with words: strong decontamination, immediate results.

The third one is a picture of drying clothes, a clean white shirt, with the words: keep you clean and worry-free.

On the right, a super-large picture of washing powder, or add a person, palm open, with a bag of washing powder on it.

Advertisement words, XX washing powder, clean is good! "

Hiss!

The students all praised it, and the professor was even more shocked. This jade is so terrifying!

"This is a work with a very high degree of completion, and it can almost be shown to manufacturers.

What's even more rare is the advertising thinking. The small picture on the left has a clear hierarchy, which is also a bit interesting and highlights the key points. The big picture on the right further enhances it. The slogan is catchy and has a considerable spread. It is good to be clean! "

The professor is excited, what a good student, it's a pity that he is an auditor.

He thought for a while, and then said, "I'll give you another homework. You can turn it into a TV commercial, can you do it?"

"this……"

There are too many things involved in TV commercials, which belong to more advanced knowledge. Xiao Xu hesitated for a moment and said, "I'll try."

…………

That night, Xu Fei came back very late again.

Zhang Guiqin came out and warmed up a bowl of pork vermicelli and rice for him, and then went back to the house to continue watching TV. He sat in the kitchen and ate by himself, looking at Westinghouse, two figures were reflected on the curtains, as if they were doing homework at the desk.

Xu Fei didn't bother, and went into the study after eating.

Twenty days have passed on and off, and the progress of the script has not been fast. There was a conflict between the Asian Games and filming, so he could only take care of it, but it didn't matter.

A big drama like "Longing" is a key project of Beijing TV.

First of all, I can't contract by myself. Even if I participate deeply, I will be a small boss at best. But you have to step in, you must put the screenwriter's name on it, and it will be the qualifications in the future.

"Squeak!"

While it was being written, Chen Xiaoxu strolled in with his hands behind his back, "What are you doing?"

"Writing the script, what are you doing?"

"I just finished my homework, let me do a TV commercial."

"You started doing TV commercials just after learning?" He was surprised.

"No, it's because I performed well today and gave me an extra amount."

She briefly explained the matter, Xu Fei pondered over it, and said: "Freshmen usually don't have this, the teacher asked you to do it, and I guess I want to recommend it for you."

"How to say?"

"Help you contact the manufacturer."

"real?"

Chen Xiaoxu couldn't help being surprised, but then complacent, "I'm really smart."

"Ah……"

Xu Fei laughed, paused, and said, "Uh, yesterday we were in groups. It means that each program is in charge of a team, which is equivalent to contracting.

I was assigned to the martial arts group, which mainly focused on martial arts, with elements of opera and lion dance added. Time is tight and tasks are heavy. After the meeting, we wanted to explore our ideas. Everyone was there, so I had to go. It was already midnight when I came back. "

"National affairs are important, I understand."

Chen Xiaoxu's face was watery, and he took a few steps with his hands behind his back, and suddenly put the pen holder on the table, "I'll give you this back."

"Um?"

Xu Fei was taken aback, "This is a birthday present, don't you like it?"

"I don't like it, it's hard to hold it."

"But it's all sent out, how can I take it back?"

"Idiot, idiot!"

She shook her head and sighed, "If you give me a pen holder, don't you want an incense plate to match her? You gave us this this year, what will you give next year? Although there are many things in a room, how many years can you give them?"

"Tsk, talk nicely."

"..."

Xiao Xu rolled his eyes at him, "It's fine if you have the heart."

(besides……)